from cult favorite to
When it comes to motherhood must-haves, word-of-mouth recommendations are often the most trusted by new parents. Elvie, the discreet on-the-go breast pump, knew it needed the backing by trusted celebrity voices to reach a wide consumer audience.
Driving social coverage from influential and accessible celebrity mothers including Mandy Moore, Katharine McPhee Foster, Katherine Schwarzenegger Pratt, and Iskra Lawrence in an earned capacity. Content, both humorous and educational in nature, explained the benefits of using an Elvie Pump (as seen in Iskra Lawrence’s 20-minute YouTube video) and highlights the time it gives moms back in their days (as seen in Mandy Moore’s IG story).
Strategic product seeding drove organic coverage, brand love and awareness for Elvie as a solution geared towards improving womens lives and a brand revolutionizing categories that were stalled for innovation.